British Columbia Case

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British Columbia Tourism and Blitz Cossette Advertising1:1 LabCase Study

Proof of concept

Just-in-time customizedtravel guides


BC Tourism and Blitz Cossette Ad Agency Case Study

The Challenge

The Client wished to explore a more relevant user experience with:

No useable data (rented list)

Attracting Americans and Canadians to BC for a vacation

Managing the printing, warehousing and fulfillment of 60 000 X 5 tourism guides

Making vacationers book through their web sites or the call centre

Tracking customers for results

Client and agency were 2000 miles away



The SolutionEstablished 6 questions on a website that collected

group make-up, budget,area of interest, activity interest, etc.

Expanded data collected to 2500 first-level variables

This delivered an almost infinite number of second-level variables

Worked across the web with the client, the agency,the Xerox Graphic Arts customer and TVG

Programmed the approximately 60% of the application at the root data level

Established weekly data collection and fulfillment runs


Fully Variable and Customized Travel Guides for each potential visitor



The Results

Reduced the package from over 112 pages (average)@ A4 to 24 pages digest-sized

Reduced postage from $5.80 to $1.70 in the USA and from $2.45 to $1.00 in Canada

Reduced warehousing costs

Increased collection of highly relevant consumer data

Elimination of calls for further information because of the high relevancy provided

Delivery of accurate pricing and information at all time

25% increase in ROI

Campaign won RSVP Gold for Customer Management


Tourism British Columbia and Blitz Direct - Vancouver


ROI above excludes warehousing and soft costs – call center, customer interest growth


One to One to Many

www.xerox.com/1to1lab

Thank You!

British Columbia Case

Business

Transcript of British Columbia Case